Dealer Marketing Magazine
Why aren’t more of your current customers, loyal customers? If you listen to industry experts (whoever they are), you will hear that customer loyalty is dead in the automotive industry. But not so quick…because by making every customer contact count, you can begin to create a more loyal customer base. We have seen it and know that to truly succeed, you must meet the needs of the customer AND the vehicle
with every interaction.
For years, the auto industry has struggled with customer loyalty. Why should it? It has always been that if you sold a customer a car, and provided great service, you could count on the customer returning to your dealership when they needed to get their oil changed, tires rotated, or needed a more comprehensive repair.
In today’s competitive economy, where technology is pushing you to provide faster and better service, you must continuously be improving customer loyalty. Customers have to view the dealership as a place they would like to visit and the dealer as a reliable, trustworthy source for information to keep them and their family safe, not just a place to get their oil changed. Our 24/7 world of customer service demands an integrated approach to grow the customer/dealer relationship.
There are always opportunities for building loyalty each time you have contact you with your customer:
Reinforce why Dealership Service is Best
Discuss with your customers the real differences between servicing your vehicle at a dealership versus dealing with an independent.
- The level of service quality is much better at your dealership.
- Your mechanics are specially trained to perform the repairs and have the most up to date access on all issues relating to the customer’s specific vehicle.
- Your dealership only uses OEM factory parts which are always higher quality than aftermarket parts.
- Your dealership is certified to perform warranty repairs. (You wouldn’t want your customer to void their new car warranty because an independent used an aftermarket part.)
- Your waiting room is also probably a lot nicer as well!
Build Credibility Through Concern
Find sincere and credible ways to show your customers that you care about their safety.
Inform them of needed and future service needs through routine inspection while they are in the service drive. Inform them of the safety issues surrounding the needed service.
- Offer future appointments for large repairs such as tire replacement with an understanding and concern for their budget.
- Offer price matches on small items such as oil changes, tire rotations and battery replacement to keep them coming to your store.
When they are in your Service Drive, Make sure they are Happy!
Work to increase your customer loyalty and satisfaction while your customers are in your service drive.
- Make sure that all your service staff are pleasant and smiling.
- Make sure your service drive is clean and free from clutter.
- The coffee and doughnuts need to be and smell fresh.
- Work with your staff to engage your customer throughout the whole service process. Every time a customer interacts with you, they judge you. They decide if they like you, dislike you, or couldn’t care less.
Simplify it with Technology
Leverage technology to increase your service traffic revenue.
- Technology is much more integrated and cost effective than it was a few years ago, and your customers are more tech savvy then you would think.
- It is more cost effective to deliver a message to your customers utilizing a digital solution rather than traditional mail.
Don’t forget younger Customers
Most of your younger customers are expecting to receive their messaging digitally.
- Deliver your communications in digital form and use messaging that resonates with your younger customers. In the era of Groupon and online banking, the last thing a younger, green consumer wants to see is coupons in their mailbox.
- Email is so last year for younger customers. Many prefer to communicate via text on their mobile device. Be sure to build loyalty with the younger generation early, and often.
Deliver the Right Message via the preferred Channel
Ensure that you are communicating sales, service, safety and other relevant trigger-based messaging to your customers through the channel prefer.
- Respecting their communication preferences makes the customer more likely to respond.
- Delivering customized communications that are relevant to their specific vehicle and specific situation will increase the response. It also communicates more authentically and increases loyalty.
Every Service Customer is a Sales Opportunity
Every time a customer is in your service drive, it presents an opportunity for that customer to become a new car buyer.
- Make sure your sales materials are available to your service customers as part of their reading materials offerings in the waiting area. Consumer Reports magazines that highlight your brand are a valuable investment.
- If possible, set up your dealership so that your new cars are within view of your service waiting area.
- Have a sales adviser socialize with your customers as they wait for their cars to be serviced. (Socialize – not sell – every contact counts.)
Customers Remember Mistakes
Don’t let a bad experience ruin your customer’s experience and dampen their loyalty to your store.
- Common mistakes in service are often times those associated with distraction. Not refilling fluids, using the wrong size part or not properly reinstalling components. These mistakes can be prevented by allowing sufficient time to complete tasks.
- Remember, every contact counts - your employees need to treat your customers as the valued repeat customers they could be. Customers have long memories and if you don’t have customers, you don’t have a business.
- If you make a mistake, apologize. It may seem obvious, but a truthful apology and the offer to make it right can go a long way in turning an unhappy customer into a dealership fan.
So make every contact count. And, yes it’s tough, but customer loyalty is not dead. You have to work at it every day and with every customer. That’s what builds trust and reliability with customers. Focus your staff on customer loyalty efforts and you will see increased traffic, build retention and drive revenue. Simply put, it pays to build customer loyalty.
Are your customers having experiences that will bring them back or push them away?